In this article, we delve into the fascinating journey of MUSH overnight oats following their appearance on the hit TV show “Shark Tank”. The brainchild of Kat Thomas and Ashley Thompson, MUSH quickly captured the attention of the judges, securing a deal with the renowned investor Mark Cuban. Since that pivotal moment, the company has experienced remarkable growth, with an influx of orders propelling them to new heights.
We explore the expansion of their product line, their retail presence, and the impact of their appearance on “Shark Tank” on their overall success. Additionally, we delve into the challenges they faced, the celebrity endorsements they garnered, and their commitment to wellness and innovation.
Join us as we uncover the inspiring story of MUSH overnight oats and what unfolded after their memorable stint on “Shark Tank”.
What Is MUSH Overnight Oats?
Food enthusiasts Katherine Thomas and Ashley Thomas put their heads together to create Mush, inspired by their love for food. Frustrated at the lack of healthy food options for daily consumption, they started their research and eventually settled on oats, recognizing that there were few options for fuss-free replenishment on the go.
They experimented with different recipes separately before joining forces, eventually coming up with the current formula – a concoction that utilizes the overnight soaking method, without added preservatives or sugar. It then went on to become a farmer’s market favorite throughout San Diego. And with a distribution deal with Whole Foods, their healthy oat snack has reached more people nationwide.
Two years after their launch, in 2017, the founders were given an opportunity to pitch their healthy oat snacking idea in front of ABC’s Shark Tank. The founders were later featured in Season 9, Episode 12, which aired on November 26, 2017.
About Founders Of MUSH Overnight Oats
The creators behind Mush are Kat Thomas and Ashley Thompson, who initially crossed paths in the finance sector [2]. Sharing a passion for food, they recognized the limited healthy options available, particularly for individuals leading busy lives.
Motivated by their desire to make a positive impact, they embarked on a journey to establish their own food brand, Mush, with the goal of revolutionizing the culinary landscape. Seeking valuable insights, they began showcasing their products at local farmers’ markets, actively seeking feedback on aspects such as taste, digestion, nutrition, and promoting a wholesome lifestyle.
In today’s world, the majority of food is derived from various processed sources, lacking the natural goodness that supports well-being. Kat and Ashley discovered that people were willing to allocate substantial funds for material possessions like clothing and shelter, but not prioritizing their own fundamental health.
Growing weary of consuming unhealthy meals from outside establishments, both in their own lives and observing others, they pondered upon a solution. It was then that they conceived the idea of launching their own food brand, Mush, with a vision centered around promoting a safe and nourishing lifestyle, emphasizing the significance of proper digestion.
The inception of the idea occurred back in 2015 when two close friends working in the financial industry joined forces. Around 2017, the founders of MUSH, Ashley Thompson and Kat Thomas, took their rapidly expanding startup to make a pitch on Season 9, Episode 12 of the renowned show “Shark Tank”. They offered the judges a 10% stake in their business in exchange for a $300,000 investment [3].
The Sharks engaged in a fierce competition to secure a deal, and ultimately, it was Mark Cuban who emerged victorious over Barbara Corcoran and guest shark Rohan Oza. The final agreement entailed a $300,000 investment for a 10% ownership stake, along with an unlimited line of credit.
However, their journey on “Shark Tank” was not their sole appearance. In a subsequent episode, Season 11, Episode 2, MUSH returned for an update segment. During this update, it was revealed that Kat Thomas had stepped away from the day-to-day operations of the company due to health reasons.
Nevertheless, under the guidance of Ashley Thompson and Mark Cuban, MUSH experienced remarkable growth following their televised pitch. Sales skyrocketed to $5 million, and the brand expanded its presence across the nation, securing shelf space in esteemed retailers such as Publix, ShopRite, and Walmart.
The Pitch Of MUSH Overnight Oats At Shark Tank
Stepping into the shark tank, Ashley and Kat present themselves as the originators of Mush. Their goal is to combat America’s obsession with sugar, and they inform the sharks that they are seeking a $300,000 investment in exchange for a 10% share of their company.
Commencing their pitch, Kat shares that they encountered genuine difficulties in finding wholesome and convenient food options after entering the workforce. Continuing where Kat left off, Ashley points out that popular snacks like yogurt, cereal, and protein bars are riddled with sugar and “other processed junk”. Holding up what seems to be a pod in her hand, Kat explains that this is why they developed Mush.
Introducing the first-ever all-natural, completely ready-to-eat oatmeal, Kat unveils that the product is not cooked in the traditional sense. Instead, she explains that it is cold-soaked in homemade almond or coconut milk, resulting in a delightful consistency akin to pudding. While being just as easily digestible as traditional oatmeal, she emphasizes that it is packed with significantly more nutrients that haven’t been stripped away during the cooking process.
Continuing their presentation, Ashley highlights that Mush is also free of dairy, abundant in protein and fiber, and conveniently served chilled in ready-to-eat pods. Demonstrating the grab-and-go convenience, she opens the lid to reveal the contents to the sharks, complete with a small spoon. Adding to Kat’s description, she emphasizes that Mush is not just a healthy and convenient oatmeal but a fuel for the body and a catalyst for a revolution in the food industry.
Having concluded their pitch, the two founders distribute a tray of samples to each of the sharks. Starting from the right and moving left, she explains that the first pod is the original vanilla bean flavor. It consists of rolled oats soaked in homemade almond milk. The panel eventually opens the packaging and gives it a try. Almost instantly, Robert is impressed by the taste, and the other sharks share his sentiment.
Next, the panel tries the dark cocoa flavor, which Kat describes as being made with organic cocoa powder. Rich in antioxidants, the chocolate-infused oatmeal snack proves to be popular among the sharks. Providing further insights into the ingredients, she mentions their use of locally sourced blueberries from Michigan, contributing to its unique “bitter earthiness”.
Last but not least, they sample the cold brew flavor, which she describes as a blend of caffeine and breakfast in one. Like the previous flavors, the sharks show their approval. Commending their direction, Rohan inquires about their sales.
Asked about production costs, Ashley discloses that they manufacture each unit for around 70 to 80 cents, depending on the specific unit. Encouraged by Rohan, she then reveals that they retail for $3.99. While acknowledging their favorable price margin, he notes that their “price point is disproportionate”.
Shortly after, Mark expresses his disagreement, stating that considering the value and convenience they offer, the price point is not too high. However, he points out that their challenge lies in the distribution channels as they solely rely on grocery stores. Before he can elaborate further, Rohan interjects, highlighting that their competitors have significantly lower prices.
Proposing a spontaneous idea, Rohan suggests that they might be including too much product in each container. By reducing the quantity, he explains, they can not only decrease the cost but also position the product as a snack rather than a full meal. The founders acknowledge his suggestion, and Lori requests that they share more about themselves.
Taking the lead, Kat discloses that she previously worked at Goldmine in London but quickly realized it wasn’t the ideal career fit for her. In response, Ashley mentions attending school in New York City and also working at Goldmine.
When asked how they came up with the concept of “Mush”, Kat explains that one day they were discussing the scarcity of healthy and convenient food options. Agreeing that it was a challenge, they decided to take matters into their own hands and create something themselves. Eventually, they embarked on the project after relocating to San Diego.
Appreciating their mission and purpose, Robert states that he is not fond of the food business due to its capital-intensive nature. Consequently, he declares that he is not interested. As they express their gratitude for his time, the remaining sharks begin engaging in a lively discussion. Mark points out the distinction between being an entrepreneur and having experienced the hardships of building a business from scratch. Rohan reminds them of his track record in transforming entrepreneurs into multi-millionaires.
Recognizing that they require more than just an entrepreneur, Rohan and Mark engage in a spirited conversation, competing to offer the founders a deal. Rohan suggests that they need additional funding and proposes $400,000 for a 20% stake in the company. Immediately after, Lori commends Rohan’s expertise in the food industry but decides to step out of the negotiation.
Returning to the conversation, Mark informs the founders that he is also willing to make an offer: $300,000 for a 10% stake, along with an unlimited line of credit. Before they can respond, Barbara expresses her enthusiasm, stating that they match her criteria for entrepreneurs. She follows Mark’s offer with an identical proposition: $300,000 for a 10% stake and an unlimited line of credit [4].
Pressured for a decision, Mark presents an example of his success with a similar healthy cookie brand, generating $8 million in sales. It becomes evident that Mark and Rohan are competing for a deal. When asked to make their decision, Kat expresses her gratitude for all the offers and ultimately chooses to accept Mark’s proposal. Mark steps forward for a brief embrace with the founders, who thank him sincerely. They then make their way backstage, filled with gratitude.
MUSH Overnight Oats After The Shark Tank
Since their appearance on Shark Tank, Kat and Ashley’s company, Mush, has experienced tremendous growth. The influx of orders following the show caused them to temporarily run out of their distinctive pod containers. They have expanded their shipping operations nationwide, contributing to their continued success. Kat mentioned in a recent interview that they have received thousands of emails, which serves as a testament to their growing popularity.
In terms of new offerings, they recently introduced a coconut cold brew flavor, fulfilling the promise they made during their appearance on Shark Tank. Looking ahead, Mush plans to expand their product line with Mushkins, a version of their oat snack specifically designed for kids, and a “shmudie”, which will be a protein smoothie.
MUSH continues to be listed among Mark Cuban Companies, proving its enduring success. And the support from celebrities doesn’t end there, as professional CrossFit athlete Noah Ohlsen attests to consuming MUSH products daily.
In recent news, Ashley Thompson, the co-founder of MUSH, participated in an interview with Forbes in 2021. She emphasized how the exposure on “Shark Tank” played a pivotal role in building widespread awareness for MUSH. However, Thompson astutely observed that despite the digital age we live in, people often overlook the fact that the physical retail landscape still holds significant value.
Therefore, MUSH currently directs its efforts toward the physical retail sector rather than online or broadcast platforms, recognizing its economic advantages. Wellness and innovation remain at the forefront of MUSH’s business objectives, driving their continued success.
Thompson also shared valuable advice for fellow entrepreneurs. She emphasized the importance of maintaining an open mind, stating that a beginner’s mindset embraces endless possibilities for problem-solving. However, she also acknowledged the need to refine one’s perspective to align with reality while still trusting one’s instincts. Given MUSH’s remarkable achievements, Thompson’s counsel undoubtedly holds merit.
Mush Overnight Oats’ User Reviews and Social Media Impact
On Facebook, Mush Foods currently holds an average rating of 3.6 stars from over 140 reviews [5]. While many users agree that it is one of the best overnight oatmeal options available, some have mentioned that the company’s order fulfillment can be relatively slow, often taking several weeks. However, it’s worth noting that the company appears to be responsive in addressing customer concerns on the platform.
Their official website paints a more positive picture, with the oatmeal snack receiving an average rating of 4.5 stars from over 600 reviews. The overall consensus among customers seems to be highly favorable, indicating satisfaction with the product.
In stark contrast to its namesake, MUSH has become a highly sought-after commodity. Enthusiastic MUSH enthusiasts, affectionately referred to as “MUSHers” by Mark Cuban, can easily acquire their beloved MUSH products through various channels, including the company’s online store, Amazon, and esteemed grocery retailers such as Jewel Osco, Sprouts, and Wegmans.
Mark Cuban himself has expressed his adoration for MUSH, stating on their website, “It is undeniably one of my all-time favorite companies from Shark Tank”.
The journey towards becoming an unstoppable force in the industry has not been without its challenges. After the episode of “Shark Tank” aired, MUSH faced a deluge of orders, which posed a significant hurdle for the founders and their dedicated team. Working tirelessly around the clock, they found themselves in a predicament when they ran out of containers to package their products. In a moment of crisis, they reached out to their savior, Mark Cuban, who swiftly came to their aid.
According to the Dallas Business Journal, Cuban’s intervention proved instrumental as he assisted them in sourcing new containers and ensuring production resumed within a remarkable 48-hour timeframe. Recognizing the potential of MUSH, RXBAR founder Peter Rahal also became an investor, showcasing his expertise in the realm of nutritious and convenient food options.
On a personal note, co-founder Kat Thomas faced health issues that compelled her to step back from her day-to-day involvement in the business operations, emphasizing the sacrifices and challenges faced by the dedicated individuals behind MUSH.
While MUSH prides itself on its plant-based nature and utilization of simple and nourishing ingredients, there are skeptics who question the viability of ready-to-eat oat products. Some critics have formed a vocal opposition to MUSH and other participants in what they refer to as the “conspiracy of packaged overnight oats”, even targeting longstanding brands like Quaker for their alleged contribution to the problem of plastic pollution.
A critical piece by Rebecca Flint Marx for Eater drew attention to MUSH’s inclusion of a plastic spoon beneath each lid, expressing concerns about excessive waste. Additionally, the article described MUSH’s texture and appearance, comparing it to rice pudding rather than traditional oatmeal. While acknowledging that the blueberry flavor was acceptable, the author expressed disappointment with the chocolate variant, describing it as a source of unmitigated sadness.
The Net Worth Of MUSH Overnight Oats
Prior to launching their product, they successfully marketed it at local farmer’s markets, generating a commendable revenue of $72,000. As their venture progressed, the year 2017 proved to be even more prosperous, with sales doubling and profits reaching an impressive $120,000.
Presently, their food is available for purchase online through renowned platforms such as Whole Foods, CVS, and 7-11, while also maintaining a thriving presence on Amazon, catering to customers worldwide.
With production costs per packet standing at $3.9, the company manages to secure substantial revenue by selling each unit for an affordable price ranging between 70 to 80 cents [6]. The fact that it is a sugar-free, ready-to-eat meal, requiring no cooking, greatly contributes to its expanding customer base.
During their appearance on Shark Tank, Mush garnered a valuation of approximately $300,000, highlighting the significant worth and potential of their enterprise.
The impact of “Shark Tank” on MUSH was nothing short of remarkable, leading to what is commonly known as the “Shark Tank effect”. As reported by American Express, the company witnessed a significant surge in sales following their appearance on the show. Within a span of eighteen months post-airing, MUSH’s sales figures soared to an impressive $5 million. Prior to their “Shark Tank” journey, MUSH had managed to secure shelf space in 150 stores.
However, the exposure and recognition garnered from the show catapulted MUSH’s retail presence to a staggering 3,500 stores nationwide.
Esteemed retailers such as Publix, Wegmans, ShopRite, Target, and Walmart eagerly embraced MUSH, and their products have even found their way onto the shelves of Costco [7].>
Alternatives To MUSH Overnight Oats
If you’re looking for alternatives to MUSH overnight oats, there are several other brands and options available in the market. Here are a few alternatives you might consider:
- Homemade Overnight Oats: Making your own overnight oats is a popular option. You can customize the ingredients and flavors to suit your preferences, and it’s a cost-effective way to enjoy this nutritious breakfast;
- Instant Oatmeal Packets: Instant oatmeal packets are a quick and convenient alternative to overnight oats. They come in various flavors and can be prepared by simply adding hot water or milk;
- Chia Pudding: Chia pudding is another nutritious breakfast option that can be prepared ahead of time. It involves soaking chia seeds in liquid (such as almond milk or coconut milk) overnight until they form a pudding-like consistency;
- Greek Yogurt Parfait: Layering Greek yogurt, fruits, and granola can create a delicious and protein-packed breakfast option. You can prepare it the night before and have it ready to grab in the morning;
FAQ:
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Is MUSH oatmeal still in business?
Yes, MUSH oatmeal is still in business.
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How is the company MUSH doing?
It is not clear how the company MUSH is doing as there is no recent information about its financial performance or sales.
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How much does MUSH make?
There is no information available about how much MUSH makes.
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Who are MUSH competitors?
MUSH has several competitors including Quaker Oats, Bob’s Red Mill, and Nature’s Path.
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Is Mush Overnight Oats healthy for diabetics?
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What is the value of Mush oatmeal?
The value of MUSH oatmeal varies depending on the flavor and packaging, but generally, the price is around $3-4 per pod [8].
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Which company oatmeal is the best?
This is subjective and depends on personal preference. MUSH oatmeal is a healthy and convenient option for people who are looking for on-the-go breakfast options.
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Is MUSH vegan?
Yes, MUSH oatmeal is vegan as it is made with plant-based ingredients and contains no animal products.
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Is MUSH oatmeal plant-based?
Yes, MUSH oatmeal is plant-based.
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How does MUSH make their overnight oats?
MUSH makes their overnight oats by infusing the oats with hand-crafted nut milk and other ingredients before allowing them to soak overnight.
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Is it Ok to eat overnight oats every day?
Yes, it is okay to eat overnight oats every day as they are a healthy and convenient breakfast option that is high in fiber and protein.
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Is MUSH gluten-free?
Yes, MUSH oatmeal is gluten-free [9].
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How do I prepare/heat MUSH oatmeal?
MUSH oatmeal is designed to be eaten cold, straight out of the fridge. However, if you prefer a warm breakfast, you can heat it up in the microwave for a few seconds.
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Do you offer a variety or mixed pack of flavors?
Yes, MUSH offers several different flavors, and they also offer variety packs that include multiple flavors.
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What are the ingredients/nutrition facts about Mush oatmeal breakfast?
The ingredients and nutrition facts of MUSH oatmeal vary depending on the flavor, but they are generally high in protein and fiber. MUSH oatmeal typically includes rolled oats, hand-crafted nut milk, sweeteners such as maple syrup, and other natural ingredients like fruits and nuts.
Each flavor of MUSH oatmeal will have slightly different nutrition facts, but they generally range from 150-220 calories, 6-10g of protein, and 3-6g of fiber per serving [10].
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Is MUSH in Canada or can it be shipped to Canada?
Yes, MUSH is available in Canada, and it can be purchased from their website or through select retailers.
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Does MUSH require refrigeration?
Yes, MUSH needs to be refrigerated to keep it fresh.
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Is there a way to have MUSH delivered automatically?
Yes, MUSH offers a subscription service that allows customers to have their oatmeal delivered automatically on a regular basis.
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What is the return policy of MUSH?
MUSH has a satisfaction guarantee and will provide a refund or replacement if the product does not meet the customer’s expectations. For more information on their return policy, customers should contact MUSH directly.
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How much caffeine is in the Coffee Coconut flavor of MUSH oatmeal?
A single portion of Coffee Coconut MUSH, measuring 6 ounces, provides an estimated caffeine content of around 32 milligrams. Conversely, a serving size of 5 ounces of Coffee Coconut MUSH contains approximately 27 milligrams of caffeine [11].
Useful Video: The Sharks Get All Mushy | Shark Tank: How It Started | CNBC Prime
References:
- https://gazettereview.com/2018/08/mush-after-shark-tank-update/
- https://www.thedailymeal.com/1245458/shark-tank-mush/
- https://eatmush.com/pages/faqs
- https://2paragraphs.com/2018/06/mush-oatmeal-what-happened-after-mark-cuban-300k-shark-tank-deal/
- https://www.mashed.com/1007433/what-happened-to-mush-after-shark-tank
- https://bizzbucket.co/mush-after-shark-tank-update/?expand_article=1
- https://www.sharktankblog.com/business/mush/
- https://www.business2community.com/social-buzz/shark-tank-mush-overnight-oatmeal-accepts-300000-offer-mark-cuban-01965475
- https://www.forbes.com/sites/daveknox/2021/11/30/how-ashley-thompson-of-mush-went-from-wall-street-to-shark-tank-and-changed-healthy-eating-along-the-way/?sh=64dd694013af
- https://sharktanktales.com/mush-shark-tank-update/
- https://finance.yahoo.com/news/mush-overnight-oats-delicious-breakfast-190052119.html